CHICAGO — For professionals in most industries, establishing a personal brand is an important step in becoming more discoverable, memorable and influential in your space. It can strengthen your networking ability, increase confidence in your skills and credibility and can help differentiate yourself from peers, and even provide career advancement opportunities.
An article from Harvard Business Review lists the three steps to building a personal brand as (1) figure out what drives you, (2) align your values to the organization’s goals and (3) make yourself visible. Sounds simple enough, right? But how do you go about doing that effectively in the trade show space?
Trade Show Executive talked with Stephanie Beringhele, VIP Buyer Relations Director at Emerald’s ASD Market Week, about the importance of personal branding, and how to build one by jumping into new opportunities and striking a balance between authenticity and professionalism.
MADDY: You’re an active voice in the industry you serve via your shows, as well as in the trade show industry overall. What prompted you to start getting more involved in those spaces in a more public-facing way?
STEPHANIE: For me, experience and exposure have been the catalysts that sparked my curiosity, leading me to become more engaged in public forums. At Emerald, my corporate office and the ASD Market Week upper management team have been instrumental in my growth, providing me with opportunities to attend events like the Trade Show Executive Gold 100. This involvement, particularly through initiatives like Women to Watch, opened my eyes to the vastness of the events industry. It was inspiring to witness how a single annual event could bring together competitive markets while fostering a sense of community.
The experience left me reflecting on the importance of mutual support within our industry. It became clear that for the industry to remain relevant and thrive, we need to ensure the continued success of each event. We all have unique insights, and there’s so much we can learn from one another. These events and the people I meet motivate me to engage, learn, and share those stories with others. I’m driven to use every platform available to me to amplify these connections and support others in their journeys.
MADDY: Why is creating and maintaining a personal brand important for a young professional? What are some of the benefits and opportunities that come from that?
STEPHANIE: A personal brand is the one thing that you’re going to have full control over; you represent yourself 100%. It is how you smile; it is how you carry yourself, it’s your word of honor when you say you’re going to do something. So, it’s the one thing that if a company goes under, they can’t take it away from you.
And I love LinkedIn; I think that it’s a good representation of all the work that’s been done in a career that you can continually build upon. This platform is my personal rolodex, where everyone who I have ever met throughout my career is connected to me. I can celebrate promotions, birthdays, changes within careers, and offer support for those who might need a new job. Most importantly, I can learn with like minded industry experts and continue my growth in better understanding retail and the event space, which is consistently changing!
Most of my connections have led to beautiful things. When I started “Let’s Talk A Little Shop” a podcast series by ASD Market Week, it introduced me to some amazing people. One of the people, Damian Polak [CEO of Nice Find Wholesale], has partnered with me where we’ve done a series for the show like a progressive educational seminar for close out and liquidated product line. I’ve also been invited to go onto other podcasts like “The Boutique Hub” and “Invent with Me” to speak about B2B and B2C events. Honestly, it feels amazing to be considered a representative of the trade show community. So yes! Having a personal brand creates unlimited opportunities so long as you stay authentic and consistent.
MADDY: When you think about creating your own personal brand in a professional sense, what have been your keys to success/focal points? How did you figure out what was working/resonating and what wasn’t?
STEPHANIE: It’s a fine line between humanizing yourself while also being professional. I think that there’s a void that’s out there in the market, so when a professional can collaborate both the personal and work components together, it makes you stand out and gives you a voice that is just a little bit different.
For me, I’m a very open person. When I communicate with people, I tell them that I’m a mother, that I’m a wife, that I’m scared of certain things. There is something very engaging about being transparent and vocalizing the ups and downs of being in the work space so long as you stay true to yourself.
MADDY: Have you noticed different kinds of feedback for the different content you post? How do you determine what should be shared where?
STEPHANIE: I love writing articles on LinkedIn and sharing them, as they reach a different kind of audience. I once shared a story about being a guest on a podcast where I completely blanked out—it was such a rough experience. After writing about it, I was surprised by how many people reached out to me privately, saying they had gone through something similar or were too scared to put themselves out there for fear of being recorded forever. It was a reminder that people often connect with you on a deeper level but might not feel comfortable doing so publicly, so they send private messages instead.
Podcasts are fantastic because they’re accessible and easy to listen to, but when you add a visual element, like video, it changes the dynamic. There’s a different energy in the room, and it can draw people in more, for better or worse, depending on the vibe you bring.
With so many platforms available today, it’s important to choose where to share based on how your audience engages with content. Once you understand where your core audience spends their time, you can tailor your content and share it in the most effective way!
MADDY: I want to dive into Let’s Talk A Little Shop, the podcast you host at ASD Market Week. Can you tell us what that process looked like — to get involved and then spruce it up?
STEPHANIE: It’s funny looking back—when I rejoined this company about two years ago, I attended the NRF: Retail’s Big Show in New York. I went to every seminar I could and had an amazing time soaking in all the insights. When I returned, we had a consultant running our podcast, which was audio-only at the time. She suggested we jump on a call to discuss what I’d learned from the retail space, and I eagerly agreed. I loved the experience!
Fast forward to March 2023, and after our event, our Vice President of Marketing asked if I would take over Season 2 of the podcast as the host. I had never hosted before, so I was terrified at first. But I also recognized what a huge opportunity it was, so I decided to go for it! As I started drafting content and selecting guests, I knew I wanted to incorporate video so that listeners could also see the face behind the voice. But adding video meant I needed an editor who could ensure the quality of the image, sound, and all the other details that go into video production.
Thankfully, my husband is an editor and well-versed in that area. He suggested we create an intro with music, making sure it wasn’t licensed, and from there, I started getting people on board. I selected guests, provided them with questions in advance, got the microphone and lighting set up, and just dove in. Then we would edit down the pieces.
The end result is incredibly rewarding. Seeing my clients have a platform to represent their brand and careers is the best part. One of my favorite episodes features Danny Kole, Co-President of Kole Imports & Closeouts. Danny has been in the business for 38 years, starting at swap meets when he was just 15. Hearing his story and seeing the smile on his face was a gift—not just to him but to his company and team, who didn’t know he’d been working since he was a teenager.
It’s a lot of work, but it’s beyond worth it. None of this would have happened if I hadn’t just said yes to the opportunity. Experience doesn’t always come before the task—you gain it by diving in and figuring things out along the way. Don’t be afraid to jump in; you’ll learn as you go, and you can always find ways to elevate the experience.
MADDY: Clearly, you do a lot related to the industry and your career. How do you find balance between your regular workday and then these moments of, what I’d call, industry advocacy?
STEPHANIE: I like to fuel my soul. Every morning, I take a half hour on my calendar, and it’s just dedicated for me to research and learn. I’m very involved in learning about the trade show industry and the event space, whether it’s B2B or B2C. I also work on attendee relations, and its my job know what’s going on in the retail space. So I have two buckets that I strive to keep current.
I’m also trying to evolve professionally where I want to know about AI, I want to know about best practices, time management, what I can do that’s going to make me better in the work force. I think that when you set aside time to invest in yourself, that is the most important time you can spend. Put it on your calendar because you will get so busy in your day, you’re going to forget about yourself and again, you have to make sure that you are sound so that you can be the best person for the company. Dedicating time for yourself to improve, should always be priority one!
MADDY: LinkedIn is another form of social media, with more and more people seemingly using it like Facebook. Are there any social accounts you keep for just family and friends (like Instagram for example), and how do you set those boundaries between what to share with your professional network compared to your personal one?
STEPHANIE: My Instagram is private and dedicated to my home life—it’s where I share moments with my kids and other personal details just for friends and family. It’s a separate space where those aspects of my life stay contained. I also have a separate Instagram account because I love thrifting, going to Goodwill, and finding great deals on clothes, which I enjoy sharing. It’s a fun outlet that aligns perfectly with the boutiques we work with, like Goodwill and Habitat for Humanity.
On LinkedIn, my approach is more business-oriented. For example, with the recent news of retailers shutting their doors, I’ve focused on the impact it has on the people involved. It’s a sad situation, and it’s important to approach it with empathy, recognizing how it affects the entire community. I might personalize the discussion by sharing a conversation I had, without naming names, about how these closures ripple through the industry. It’s about balancing insights with respect for others’ privacy, sharing relevant industry conditions while being mindful of what’s appropriate to disclose.
MADDY: What were some of the biggest challenges to overcome when it came to the start of building your personal brand?
STEPHANIE: There is a vulnerability to starting your own brand. You want to make sure you Know that you’re not here to please everyone. You are here to please yourself, but also understand that people have feelings as well. I think just finding balance in myself and saying if I communicate this out to the world, am I okay with it?
Within the professional environment, something that’s been hard is there’s a fine line when you work at larger corporations. They have rules and regulations that you have to adhere to. You want to make sure that you know you’re in compliance if you’re posting a picture or something because you don’t want to get in trouble or cause issues for your company. It’s knowing that if you write an article and you share a picture, it’s a picture that you have approval for or that I’ve taken myself or I’ve given it the proper markings and credit.
And that space is moving so quickly with technology. It’s always evolving but sometimes you’re going to learn from mistakes and errors. You have to own up to it, but you should be able to go to your Human Resources department or your Cultural department and say, ‘I’m thinking of doing this, can I have your approval?’ Be proactive in that relationship.
MADDY: What has been the most rewarding thing to come from your strong personal brand?
STEPHANIE: I love receiving feedback through private messages. It means a lot to me that someone took time out of their day to read something I wrote, formed an opinion, and felt compelled to reach out and share their thoughts. It’s such a genuine interaction, a reflection of everyday life, and it often leaves me thinking, “Wow, I didn’t expect someone in your position to connect with what I shared.” It’s amazing. Putting yourself out there can open doors you never knew existed, and to me, that’s the most rewarding part!
MADDY: What would be your advice to a young professional who is beginning to build their personal brand?
STEPHANIE: Starting off in your career can be challenging because there are so many questions, and it’s easy to second-guess yourself. Many people aren’t even sure who they are within the scope of personal brand development, which can make the journey even more daunting.
One approach is to look at someone whose work you admire and consider them a mentor, whether directly or by simply following their example. Observe how they conduct themselves and gather insights along the way.
For younger professionals, the opportunities are vast, and their growth will naturally evolve over time as they gain confidence and their skill sets expand. The key is to embrace the journey, recognizing that progress means you’re not in the same place as you were last year—and that’s exactly how it should be. It’s okay to feel uncomfortable with change; it’s a sign of growth. Be proud of yourself, acknowledge that you’re capable, and don’t hesitate to seek advice from those who excel in areas where you might need guidance. Understanding that there’s always room to grow and change is crucial to your development.
